by Jack Guarnieri, PinballSales.com & ShuffleAlley.com

A Charitable Heart for 2008

We all just made it through the holidays. I hope it was a wonderful time for you and your families.

Every year, during the holiday season, we see a very similar story on the news about people being fed at a local homeless shelter, soup kitchen or other place of assembly. I always seem to think the same thought: "I wonder what happens every other day of the year in those people's lives?"

It's a story on Thanksgiving or Christmas, but for the other 363 days of the year that's real life for millions of people in this country.

Our industry has been healthier in the past than it is today, and we lost a few more companies and people from that downturn during the past year. That is the evolution of an industry, which continues to show weakness in some sectors and growing strength in others.

With everything factored in, most of us would say we are pretty lucky and blessed to be where we are relative to others we may know in other industries. The once high flying mortgage, housing and banking industries, along with a construction slow down and the turbulent stock market, have seemed to take some consumers off the table.

For our industry, our roots are in "inexpensive fun" and providing a diversion for the playing public. We should really be recession proof, but consumer confidence is important, and sometimes perception becomes reality. Of course, people need jobs to have money to go out and play coin-op. Yet a recent walk through Times Square in New York City tells me that there are still some very healthy pockets of life in our economy.

The higher-end consumer seems to be doing fine. Even with gas prices up and mixed economic news, they are still spending, maybe a bit slower than last year, but they are still consuming goods at a pretty strong clip. The middle-class seems to continue to shrink and get pushed around with no real relief in sight.

That brings me to the less fortunate people in line at the shelters or those living within walking distance of my office who live in tents year round. Some are the working poor, and some are the not-able-to-work poor. But all are in need of help. Some accept the help, and some do not.

All of you who read my columns know that I try to look at life positively, but I am a realist as well. In a country with such great wealth, how can there be this depth of poverty? So many of my friends in this industry do many wonderful things for people in need all year long, and it is truly amazing. In small acts of random kindness or in ways that touch many people at once, we need to continue to help those who need help.

Even now that the holidays have passed, give some thought to helping those who are less fortunate than you are. Charity may begin at home, but it should continue as you walk outside your door. Go out and make a difference.

Jack Guarnieri started fixing electro-mechanical pinball machines in 1975 and has been involved in every phase of the coin-op game business since then. He operated a substantial game route in Brooklyn, N.Y., developed amusement centers and was called in as a consultant to manage Mondial Distributing and State Sales in New Jersey. In 1999, he founded PinballSales.com to sell coin-op to the home market. In 2002, he founded ShuffleAlley.com and released the Parker Bohn III Pro Bowler game, reviving the shuffle alley. His positive attitude, honest insights and opinions have made him a popular figure in the trade. While managing and growing his businesses, he still consults inside and outside the industry, and his marketing, promotional and business management expertise are widely sought. He's very active in his church, community and charitable causes as well. You can learn more at his websites (www.PinballSales.com and www.ShuffleAlley.com) or by phoning him at 866/323-JACK. Email is Jack@Pinballsales.com.